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Home > Article > Life after oil

Gold iPad at Burj Al Arab

Device to be a “virtual concierge” for luxury hotel's guests.

May 22, 2013 12:04 by M. Aldalou

Dubai needs a gold iPad like it needs another skyscraper, traffic jam or Dh100,000 cupcake. Remember those? Well, whether or not we ‘need’ the gold-plated gadgets, you’ll be getting them anyway – assuming you’re planning on a night’s stay at Dubai’s Burj Al Arab, that is.

The ‘world’s most luxurious’ hotel has introduced its personalised range of the 24-carat gold devices to guests upon check-in, to be returned upon check-out, and priced – according to The Guardian – at Dh37,600 (£6,715). Engraved especially with the hotel’s logo, guests will use the device as a “virtual concierge” and access both information and a selection of hotel services.

“Our exclusive Burj Al Arab 24-carat gold iPads epitomise Jumeirah’s philosophy of ‘stay different’ and further enhances our guests’ experience during their stay”, says Heinrich Morio, Burj Al Arab’s general manager. “We have also recently introduced iMacs inside all of our suites to ensure that we offer thoroughly modern guest experiences and keep up with hospitality industry trends.”

Interestingly, the gold iPad – described by Burj Al Arab as the “ultimate in luxury accessories” – is a way of differentiating itself from the competition. Hold on, let’s make sure we didn’t read that incorrectly. Excuse us while we silently count the hundreds of other factors that – without the need for a gold iPad or other needlessly embellished objects – make it stand out.

For one, despite the Burj Al Arab officially falling under the five-star category, it’s frequently thought of – and constantly referred to – as the world’s only seven-star hotel. And, in case you hadn’t noticed, it’s been designed to mimic a ship’s sail. Never mind the fact that it is the world’s fourth-tallest hotel and stands on a 280-metre artificial island, and caters to the elite members of society.

While Kipp sees this gold iPad as the epitome of luxury offering in Dubai, we must admit it isn’t necessarily always about maintaining an opulent lifestyle for the guests. After all, it isn’t the first time a customised version of the iPad was introduced by the hotel. Back in October 2012, it premiered its exclusive 24-carat rose gold iPad as part of its Pinking Burj Al Arab campaign in support of Breast Cancer Awareness Month.